Women carrying purses purchase roughly 70% of all groceries and influence most major purchases in the household. The role, influence and innovation opportunity inspired by the purse cannot be underestimated.

“In Your Purse: Archaeology of the American Handbag” is the first exhaustive quantitative and qualitative study to delve into the contents and context of the only instrument that connects the home, where consumer needs occur, and the store, where these needs are fulfilled: in a woman’s purse.